A membership group is a small group of individuals wherein each individual is psychologically and formally a member. A fraternity, the Rotary Club, and the local health club are examples of membership groups. It is those groups in which the individual has direct, face-to-face psychological relations and interdependence with other members.
Membership has one of the greatest positive psychological effects on prospective members that you could ever imagine. Prospective members want to be members of a health club even if it is a small fitness center. If they are allowed to experience the feeling of membership on some level, they will commit their loyalty to the health club.
A lot of health club professionals, owners and managers fail to understand the importance of the psychological effect membership has on the prospective member. These health club professionals are looking at the negative side of membership as opposed to the benefits of membership to both the health club and the prospective member.
Yes, I have heard of scenarios where members feel like they own the health club. I also understand some members are equity members and all “think” they are equity members but health clubs must have memberships for all prospective members if they want to “earn” their loyalty. Various types of membership are going to help you grow your health club expeditiously.
Prospective members have six core emotional needs they must feel. One of those needs is the emotional need to belong, to connect, or to be a part of a group. This is why every smart business tries to incorporate some form of membership program. Airlines, hotels, rental cars, NetFlix, food chains, restaurants, etc. all incorporate memberships into their business model because they know the psychological value it has when it comes to engaging the public and locking-up relationships.
Design a multi-level health club membership program for your health club today and you will start growing your health club and your health and fitness career.
For more free tips on increasing your health club membership base through health club marketing, health club campaigns, professional health club membership sales and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-217-3762.